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aem-Grid--default--12","id":"container-7bb6bf68d3",":type":"snowflake-site/components/container",":items":{"blog_hero":{"id":"blog-hero-a48c5684df","showClaude":true,"showChatGpt":true,"authors":[],"image":{"id":"image-39e94beb00","alt":"The Modern Marketing Data Stack 2026","height":"1080","src":"https://www.snowflake.com/adobe/dynamicmedia/deliver/dm-aid--ea582bf7-d4cf-493d-bb7f-b14d118ffaaf/2026-mmds-blog-header.png?quality=85&preferwebp=true","lazyEnabled":true,"isLcpImage":false,"width":"1920",":type":"snowflake-site/components/image"},"timeToRead":"7","publicationDate":"JUN 22, 2026","tag":{"tagText":"IA et ML","tagColor":"#C54985"},"title":{"lines":["Gouverner l’entreprise agentique : ce que les responsables marketing doivent savoir dès maintenant"],"type":"heading2",":type":"snowflake-site/components/title-v2"},":type":"snowflake-site/components/blog/blog-hero"}},":itemsOrder":["blog_hero"]},"responsivegrid_content":{"columnCount":12,"columnClassNames":{"blog_text":"aem-GridColumn aem-GridColumn--default--12","premium_content_bann":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","appliedCssClassNames":"snowflake-layout-container-inner-padding-small",":items":{"blog_text":{"id":"blog-text-8e078957f7","text":"\u003Cp\u003EHier encore, la question était de savoir si les spécialistes du marketing devaient utiliser l’IA. Aujourd’hui, le débat est clos. Mais il laisse place à une tension plus complexe : d’un côté, plus vos données clients sont unifiées, complètes et connectées entre les points de contact, les canaux et les interactions, plus l’IA peut être performante. De l’autre, les exigences de confidentialité et de gouvernance placent la barre très haut : un accès élargi aux données exige des contrôles renforcés, des responsabilités plus claires et une confiance accrue dans leur utilisation. Les spécialistes du marketing doivent désormais concilier des priorités contradictoires : comment exploiter au mieux le plus grand volume possible de données tout en respectant les exigences de confidentialité ? Et comment gouverner l’IA assez efficacement pour lui faire confiance à grande échelle, sans perdre en rapidité ?\u003C/p\u003E\n\u003Cp\u003ECette semaine, à l’occasion de Cannes Lions, nous lançons la cinquième édition du rapport \u003Ca href=\"https://www.snowflake.com/fr/the-modern-marketing-data-stack-report/?utm_cta=mmds-launch-blog/\"\u003EModern Marketing Data Stack\u003C/a\u003E : Gouverner l’entreprise agentique. Avec le recul, l’évolution de ces rapports et du marketing stack apparaît clairement. Nous avons d’abord cherché à savoir si les organisations pouvaient unifier leurs données clients. Puis, nous nous sommes demandé si l’IA pouvait les aider à mieux les exploiter. Aujourd’hui, nous explorons les outils et les architectures qui permettent aux agents d’IA d’agir sur vos données, tout en préservant votre contrôle et en favorisant la conformité.\u003C/p\u003E\n\u003Cp\u003EVoilà le grand défi de l’ère agentique. Comme l’explique Scott Brinker, analyste chez chiefmartec, dans le rapport de cette année : « L’IA n’a pas remodelé le stack par le simple remplacement des outils. Elle l’a remodelé par la création d’un nouveau plan de contrôle au-dessus d’eux. »\u003C/p\u003E\n\u003Ch2\u003ETrois forces convergent\u003C/h2\u003E\n\u003Cp\u003EDans les précédentes éditions de ce rapport, nous avons suivi trois forces qui transforment le Modern Marketing Data Stack : l’IA, la confidentialité et la gravité des données. Cette année, cette évolution se concrétise : ces forces influencent désormais directement la manière dont le travail s’effectue.\u003C/p\u003E\n\u003Cp\u003EL’IA se rapproche de l’exécution. Elle commence à façonner les workflows, à déclencher des actions et à influencer les décisions dans tout le stack. Le rôle du socle data s’en trouve transformé. Lorsque les systèmes prennent ou recommandent des décisions, ils doivent s’appuyer sur des données gouvernées auxquelles les équipes font confiance.\u003C/p\u003E\n\u003Cp\u003ELa confidentialité participe à cette même évolution. À mesure que les décisions s’automatisent, il devient encore plus important d’intégrer les règles de consentement et d’utilisation des données aux systèmes dans lesquels celles-ci sont consultées et exploitées.\u003C/p\u003E\n\u003Cp\u003EC’est pourquoi l’environnement de gouvernance devient le fil conducteur. Il permet aux équipes d’avancer plus vite sans perdre le contrôle. Il définit clairement quand l’IA peut agir, quand l’intervention humaine reste nécessaire et comment mesurer les résultats. \u003C/p\u003E\n\u003Cp\u003ELa convergence de l’IA, de la gravité des données et de la confidentialité transforme la conception, l’exploitation et la gouvernance du Modern Marketing Data Stack.\u003C/p\u003E\n\u003Ch4\u003E1. Le ROI de l’IA : ce que la gouvernance rend vraiment possible\u003C/h4\u003E\n\u003Cp\u003ELes capacités d’IA se sont considérablement développées dans l’ensemble du marketing stack. Mais l’évolution la plus déterminante de l’année écoulée va au-delà de l’IA générative, avec l’émergence des workflows agentiques. Ces systèmes ne se contentent plus d’assister les équipes dans des tâches isolées : ils coordonnent des séquences d’actions, font appel à des outils, prennent des décisions et optimisent les résultats selon des objectifs définis, sous supervision et contrôle humains.\u003C/p\u003E\n\u003Cp\u003EL’ère de l’entreprise agentique transforme en profondeur le modèle opérationnel. Lorsque l’IA peut agir en votre nom, la qualité de votre socle data et, comme le souligne le rapport de cette année, la clarté de vos contrôles de gouvernance déterminent si ses actions créent de la valeur ou génèrent des risques.\u003C/p\u003E\n\u003Cp\u003EAux débuts de l’expérimentation de l’IA, les CMO cherchaient à prendre de l’avance en allant plus vite ou en déployant un maximum d’outils. Mais ceux qui obtiennent les meilleurs résultats associent des cas d’usage précis à des données gouvernées de qualité, comme l’illustrent les exemples de grandes organisations présentés dans le rapport.\u003C/p\u003E\n\u003Cp\u003E\u003Ca rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https://www.snowflake.com/en/customers/all-customers/video/fanatics/\"\u003EFanatics\u003C/a\u003E montre comment faire évoluer cette approche. Chaque jour, des milliards de signaux liés aux fans sont générés dans le sport, le gaming et les objets de collection, puis fragmentés entre différentes unités commerciales. Pour les réunir, l’entreprise a créé FanGraph sur Snowflake : un socle unifié offrant une vue unique de plus de 100 millions de fans. Elle a ensuite déployé \u003Ca rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https://www.snowflake.com/fr/product/snowflake-cowork/\"\u003ESnowflake CoWork\u003C/a\u003E pour mettre les données directement à la disposition des équipes business. Les équipes marketing et opérationnelles peuvent désormais explorer les données, poser des questions complémentaires et faire émerger des informations exploitables sans transmettre chaque demande à un analyste data. Grâce à ce socle gouverné, elles ont commencé à créer des agents d’entreprise afin d’automatiser la collecte d’informations et de faire évoluer la personnalisation de l’expérience des fans. « Nous disposons d’un immense volume de données, explique Daniel Fox, Principal Product Manager chez Fanatics. Nous devons leur donner du sens. Nous avons désormais les outils nécessaires pour y parvenir, mais aussi pour donner plus de moyens à nos équipes et personnaliser l’expérience de nos fans. »\u003C/p\u003E\n\u003Cp\u003EÀ mesure que les agents gagnent en importance, la responsabilité fait partie des premiers éléments à définir. Les partenaires ayant contribué au rapport de cette année constatent une tendance constante : les initiatives agentiques s’enlisent lorsque la responsabilité des décisions et de la mesure des résultats reste floue. Les organisations qui progressent sont celles qui instaurent rapidement une gouvernance et désignent des responsables clairement identifiés.\u003C/p\u003E\n\u003Ch4\u003E2. La confidentialité : de l’impératif de conformité à la capacité opérationnelle\u003C/h4\u003E\n\u003Cp\u003ELe paysage de la confidentialité est encore plus complexe qu’il y a un an. Les contrôles se sont durcis et les attentes des consommateurs ont augmenté. À mesure que les agents d’IA gagnent en autonomie, le périmètre des risques potentiels s’élargit.\u003C/p\u003E\n\u003Cp\u003ELes organisations que j’admire ont cessé de considérer la confidentialité comme une simple case à cocher pour assurer la conformité. Elles ont directement intégré les contrôles du consentement, de l’identité et de l’utilisation des données aux mécanismes d’accès et de partage, en particulier dans les workflows automatisés. À mesure que les agents d’IA interviennent dans davantage de domaines du stack, vous ne pouvez pas examiner chaque action en temps réel. Les politiques de gouvernance doivent être intégrées au point d’utilisation, et pas seulement au point d’entrée.\u003C/p\u003E\n\u003Cp\u003EUne raison plus fondamentale encore impose de bien faire les choses : la confiance des consommateurs. À une époque où la vigilance s’intensifie, la confiance est l’un des actifs les plus précieux qu’une marque puisse créer, mais aussi l’un des plus difficiles à regagner une fois perdue. Les données internes, la transparence du consentement et la valeur concrète apportée aux clients restent des avantages durables, quelle que soit l’évolution de l’environnement réglementaire.\u003C/p\u003E\n\u003Ch4\u003E3. Votre socle data, fondation de votre IA agentique\u003C/h4\u003E\n\u003Cp\u003ELorsque nous avons lancé ce rapport en 2022, notre principe fondateur était simple : commencez par unifier vos données marketing sur une plateforme unique et centralisée, puis déployez les meilleurs outils spécialisés sur ce socle. Ce principe n’a jamais été aussi important. Alors que les workflows pilotés par l’IA couvrent l’analytique, l’activation, la mesure et la collaboration, les stacks fragmentés reposant sur des données dupliquées ne peuvent tout simplement plus suivre le rythme. Comme l’explique Scott Brinker : « L’IA ne consolide pas comme par magie cet écosystème à votre place. Elle fait monter les enjeux. La qualité de votre socle data, de votre sémantique et de vos contrôles opérationnels devient le principal facteur déterminant pour savoir si l’IA apporte réellement de la valeur. »\u003C/p\u003E\n\u003Cp\u003EEn 2026, la question centrale pour les organisations marketing ne se limite plus aux applications à intégrer dans leur stack. Il s’agit de savoir si ce stack peut prendre en charge des décisions coordonnées, l’accès à des données gouvernées et une automatisation contrôlée dans un environnement complexe. Le stack doit se réorganiser autour des données. Et ces données doivent être gouvernées.\u003C/p\u003E\n\u003Ch2\u003ECe que les responsables marketing doivent faire dès maintenant\u003C/h2\u003E\n\u003Cp\u003EPremièrement, il n’y a pas de stratégie d’IA sans stratégie data, ni de stratégie data sans gouvernance. Les organisations qui avancent le plus vite avec l’IA sont celles qui ont d’abord construit un socle unifié et homogène, assorti de contrôles clairs sur l’accès aux données, leur partage et leur utilisation. La gouvernance ne ralentit pas l’innovation. Au contraire, elle permet de faire évoluer des actions pilotées par l’IA, tout en garantissant une responsabilité claire.\u003C/p\u003E\n\u003Cp\u003EDeuxièmement, adoptez une approche composable. Le rapport de cette année recense plus d’outils et de catégories que jamais. Cela ne signifie pas pour autant que les organisations doivent en déployer la majorité pour réussir. Celles qui obtiennent des résultats assemblent leurs capacités de manière réfléchie. Elles choisissent des outils qui exploitent les données là où elles résident, puis les étendent ou les remplacent sans compromettre le socle de gouvernance sous-jacent. Dans un monde où la technologie évolue sans cesse, la composabilité est la clé de votre agilité.\u003C/p\u003E\n\u003Cp\u003EÀ l’occasion du lancement de notre cinquième rapport consacré au Modern Marketing Data Stack et à son évolution, une conviction s’impose : les responsables marketing qui réussiront à l’ère agentique seront ceux qui comprendront que gouvernance et innovation ne sont pas incompatibles. Les organisations les plus proches de leurs données, et les plus rigoureuses dans leur gouvernance, seront celles qui agiront le plus vite et avec le plus d’assurance lorsque les agents se généraliseront.\u003C/p\u003E\n\u003Ch2\u003EDans les coulisses de la cinquième édition du Modern Marketing Data Stack\u003C/h2\u003E\n\u003Cp\u003ELe rapport de cette année réunit les points de vue de CMO, de spécialistes des technologies marketing et d’experts en IA issus de notre écosystème de partenaires et de clients. Il analyse comment les organisations marketing mettent en place les architectures, les modèles opérationnels et les socles de gouvernance nécessaires pour faire de l’IA agentique une capacité concrète et stratégique. Et bien sûr, il recense les Leaders et les À suivre dans les différentes catégories évaluées du stack. Ces distinctions reposent sur une analyse menée par Snowflake pendant 12 mois sur l’utilisation des technologies partenaires par ses clients. La méthodologie complète est détaillée dans l’annexe du rapport.\u003C/p\u003E\n\u003Cp\u003ETéléchargez la cinquième édition du rapport Modern Marketing Data Stack pour découvrir l’ensemble des résultats.\u003Cbr\u003E\n\u003Cbr\u003E\nEt si vous êtes à Cannes cette semaine, je serais ravie de poursuivre la conversation avec vous en personne.\u003Cbr\u003E\n \u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"premium_content_bann":{"id":"premium-content-banner-653fe5820e","contentEyebrow":"eBook","contentHeadline":"Modern Marketing Data Stack, 5e édition","contentDescription":"Découvrez l’évolution du marketing stack, des changements majeurs dans le fonctionnement des agents d’intelligence artificielle à la réorganisation des stacks par les entreprises, et bien plus 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